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B3What I’m talking about• Future of SEO• Checklist for your site• Site audit - homeandgardengifts.co.uk• Site audit - tripomatic.com
B3Do people love you?It’s unquantifiable, tough to explain to clients & impossibleto make a business case for but love is slowly & steadilybecoming part of the Google algorithmGoogle can tell whether people love your website & isrewarding the most loved websites with higher rankings.Panda downgraded sites that people didn’t love – whywouldn’t Google reward sites that people do love?
B3How can Google understand love? Hundreds of user engagement signals are analysed and fed into an artificial intelligence algorithm The algorithm learns how to detect whether users love a site or not (probably with the help of seed sites) Remember, Chrome has 33% market share & Analytics is in use on over 10m websites
B3How artificial intelligenceshapes the algorithm New algorithm • Based on what we know about sites that are loved, do we think that people love your site? Old Algorithm • Let’s score you on various trust signals & see how you perform
B3Great sites are winning in 2012• Doing SEO for a great site is 10x easier than doing SEO for a mediocre site• For most companies this is the difference between success and failure in an SEO campaign ? Panda
B3What can I do?• Want to know how Google sees your site? Just ask your visitors.• Every site should be permanently asking for feedback from different groups of people• Adopt a mantra of continual improvement & use survey scores as a KPI• http://qualaroo.com
B310 Minute Checklist1. Searchmetrics to see if the site was affected by any updates2. Seroundtable.com to find what that update was3. Opensiteexplorer.com to see if link profile is over optimised4. Does the site have duplicate content5. Does the site have low value pages6. Do the product pages add value
B3 Homeandgardengifts.co.uk Looks a great site Has 114 linking domains Used to rank pretty well
B3SearchmetricsData shows a big drop in rankings 16th to 23rd June 2011 – Panda 2.2 was June 18thAlso a big drop between 3rd & 10th May 2012 which coincides with the time Googlehanded out link penalties & devaluations
B3Link profileOn first inspection the linkprofile looks OK as there is lotsof brand anchor text and notmuch use of keyword links
B3Link ProfileOn closer inspection we cansee what the problem is – mostof the links are from directorystyle sitesThe vast majority of directorysites are bad links and need tobe removed from the linkprofile.The only way to recover fromthis is via a full link audit &removal of 95% of the bad links
B3Content CheckThis is the first product page Iloaded & it has a productdescription of 32 words.This is nowhere near enoughfor me to want to buy it or forthe search engines to be ableto say the site is a qualityresourceOther product pages have asimilar amount of content
B3Duplicate ContentInsert a string of text from theproduct description in quotes intoGoogleYou should see no other sites usingyour descriptionsHere we see 12,800 resultsNot only are the productdescriptions short but they areduplicate content too
B3ReviewsIf you don’t have a userreview strategy – why not?This site has space forreviews but doesn’t haveenough
B3Questions & AnswersWhy wouldn’t you do this?
B3Moving forwardsThis site has been penalised twice and will probably continue to be penalised byfuture updates unless it is aligned with what Google wants an ecommerce site to be.This is what has to be done at a bare minimum to recover & safeguard the sitesfuture• Link audit & removal of 95% of bad links (use disavow tool)• After this you will probably need to build (quality) new links to replace those lost• Have a team of product experts rewrite the product descriptions up to 300 words taking care to really add value and make them useful to visitors• Implement a strategy to get more reviews• Add Q&A to the product pages and encourage staff to add popular Q&A content